Why Build-A-Bear Is Quietly Crushing The Market

Core Insights - Build-A-Bear has transformed from a struggling mall retailer to a profitable company under the leadership of CEO Sharon Price, who has extensive experience in the toy industry [1][6][12] - The company's share price has seen significant growth, increasing over 1,150% since December 2020, despite facing challenges such as tariffs and inflation [2][3][15] Company Performance - At the onset of the pandemic, Build-A-Bear's share price fell below $1, dropping more than 90% from its all-time high, but it has since rebounded significantly [2][7] - The company reported a gross profit hit of $4 million in Q3 2025 due to tariff impacts, leading to a stock decline of over 15% [3][15] - Revenue for the company rose nearly 3% to $122.7 million, with expectations to surpass $500 million for the first time in its history [8] Strategic Initiatives - Build-A-Bear has adapted its business model by revamping stores, closing underperforming locations, and opening new ones in tourist areas [8][13] - The company has focused on leveraging intellectual property and partnerships, with adult customers now making up about 40% of sales, doubling since 2013 [9][10] - E-commerce investments since 2015 have led to a mobile-first website and virtual workshops, enhancing operational efficiency and customer engagement [11][12] Market Expansion - Build-A-Bear has expanded its franchising and international presence, with 651 workshops in 33 countries, including seven new locations added in 2025 [13][14] - The franchising segment boasts operating margins between 20% and 30%, indicating strong profitability in this area [14] Pricing Strategy - The company has selectively increased prices due to tariffs while maintaining an approachable price point, with products like the Mini Beans collection introduced at lower price points [16] - Despite external challenges, Build-A-Bear anticipates strong sales during the holiday season, particularly between Christmas and New Year's [17]